Trellix Looking to Move Banners Beyond Branding Tool

Trellix Corp., which develops and licenses personal Web site-building software and services to companies on a private-label basis, this week debuted Trellix Web Express 3.0, which allows multiple-page Web sites to be put together and published.

The company's clients, which include About.com, CNET, FortuneCity, ZDNet and Bolt.com, use Trellix Web Express to target ads to people who take advantage of their free Web site-building services. Web site builders can incorporate a range of ad formats into their sites, including the Interactive Advertising Bureau's latest ad standards.

"Trellix partners can now create larger, more compelling sponsorships and unprecedented branding session opportunities," said Matt Malloy, Trellix's director of Internet marketing. "Integrated throughout the user interface of the site builder are a variety of 'wrappers' that partners can highly customize and manage in real time."

Those wrappers include a full version, which encompasses an entire Web page, and a version that can be used as a house ad.

The trend toward personal Web-building environments is a better ad buy that can offer a greater return on investment than traditional banners, Trellix said. In fact, the company said Web-building environments offer captive audiences with specific needs and interests that can be easily targeted with the right product or service.

"With this flexible sponsorship architecture, our partners can define one-of-a-kind advertising opportunities that will more than stand up to the increased scrutiny of today's marketers," Malloy said.

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